Packaging News You Can Use

I see hundreds of releases on product packaging every week. For the most part I read the headline and say to myself “who cares.” That in itself is very telling because I am a packaging junkie and I’ll read almost anything that has to do with packaging.

Recently, mainstream media coverage of the packaging industry has been more in-depth than usual. I see dozens of articles about packaging each week. Unfortunately, the vast majority of the news articles deal with negative perceptions of packaging and its influence on society.  From bottle water to excess packaging the packaging industry is getting a bad “wrap.”  You can help change all that by portraying your product packaging in a positive manner.
 
So how can you get your product packaging seen by the media in a more favorable light? Make sure that your packaging is connected to one of the more popular news trends or consider what the media will be covering outside of the obvious “breaking” news items unless of course you have a product that can “connect” to the most current story.
 
Start thinking about your product packaging and how it can connect with the media coverage. A few examples of topics the media will be covering in the future include:
 

•         Any thing to do with diets, weight loss or healthy eating.
      This topic perennially becomes newsworthy as the holiday season approaches. This topic also offers opportunities for coverage in niche publications too, such as woman-oriented or fitness publications.
 
•        Products that are geared around breast cancer or the Fight For The Cure.
      The media is giving more and more coverage to this topic every year. Pink packaging abounds. But even if your packaging isn’t pink you can still piggyback of the media spin.
 
•         Products that are marketed to or designed for the 50+ generation.
      The “boomers” topic is getting substantial media play in virtually every type of publication. If you are marketing in this space, contact a few publications and find out what they will be covering in the next issue.
 
•        Look for media spin on anything to do with the environment, recycled   materials and bio-based packaging products.
      The environment is hot right now, so this topic is definitely worth getting excited about. I just judged a brand new packaging competition for the Produce Marketing Association and one of the biggest categories was sustainable packaging materials. If I was the winner of that category I’d be all over the media with my product packaging.

•       Seasonal holiday innovative packaging.
     Not your old holiday standbys but something really unique and creative. I always recommend thinking about secondary uses for your product packaging. The holidays are a great time for “keepsake”e product packaging
 
•         Investigate a pitch less commonplace to the media.
      For example, recently I read about deli labels featuring CBS’ new prime-time lineup are the network’s latest attention-grabbing marketing plan. What a great concept. I’d be using this idea for every holiday promotion.
 
By tying your product packaging into a hot topic or trend, you can help counteract negative publicity about the industry such as the upcoming Consumer Reports “Oyster Awards” articles which condemn product packaging every Christmas holiday. So, keep your eyes on the look out for ways and opportunities that will paint your product packaging to the media in a favorable light and not portrayed as too much, excess or over packaged.

Read my weekly newsletter Packaging News You Can Use too. Each week I pick a packaging issue that is either getting media coverage or will be in the near future. Look at me as your “packaging prognosticator or forecaster..
 
You CAN make your product packaging newsworthy with the right slant and the right message. All it takes is a little creativity and imagination.

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Entrepreneur – USA
After the Nisanoffs developed their packaging, they received mixed reactions from vendors at trade shows–some ice cream packaging manufacturers would only …
 
And the bottled water battle rages on
Buying bottled-water hype drains resources
Kansas City Star – MO,USA
It’s as basic as packaging water, which has become the second-largest commercial beverage by volume in the United States. It astounds me that people pay for …
 
If you are in pharmaceuticals this is important.
First Complete Solution for California Electronic Pedigree …
Business Wire (press release) – San Francisco,CA,USA
The solution combines the latest 2D- and RFID-enabled packaging components and systems technology with the leading ePedigree serialization and tracking …
 
Wine trade shaken up by pouches and PET
Talking Retail – Swanley,Kent,UK
Brand owner The Company of Wine People said the packaging format was designed to appeal to younger wine drinkers and to broaden the usage occasions. …
 
 
NEW PACKAGE INNOVATIONS OF INTEREST:
ShockWatch Labels Warn of Dropped or Roughly Handled Packages
By Cindy Ramos
Shockwatch_label_2 The ShockWatch Label is an impact detection device that affixes directly to shipping cartons. It contains a tiny vial filled with a special liquid that turns from clear to red if a package has been dropped or roughly …
AGM Packaging News -

Green Packaging products
AVC Corporation’s Innovative Sustainable Packaging Helps Your Wal …
Emediawire (press release) – Ferndale,WA,USA
AVC has concentrated on sustainable packaging for years with a goal to produce packaging products that are environmentally sensitive, using recycled …

Earthcycle unveils new produce packaging designs
FreshPlaza – Netherlands
Earthcycle’s latest in compostable produce packaging is currently available at all major natural and organic retailers, including Whole Foods, Safeway, …

Univenture to Feature EcoEndure™ Packaging Solutions
ClickPress (press release) – UK
As an inventor and manufacturer of document and media packaging products, Univenture recognizes the need to consider the environment and incorporate …

Shorewood Packaging Introduces greenchoice Sustainable Packaging …
packagePrinting (press release) – Philadelphia,PA,USA
… International Paper is taking a comprehensive approach to sustainability across all of its paper and packaging products to include forest management, …

Green Packaging News
Curtis Packaging First in North America to Go 100% Carbon Neutral …
Business Wire (press release) – San Francisco,CA,USA
This latest achievement will make them a model for other small to mid-sized manufacturers and other businesses to follow here in Connecticut and nationally …

WI GROUP STUNNED AT PACKAGING WASTE
Express & Echo – Exeter,England,UK
… to encourage people to use their own shopping bags. There is to be a special day of action against excessive packaging in Exeter on Saturday . …

Selling your products in large retail outlets may seem like an impossible dream.  But it’s not as hard as you might think.

In a new Special Report, “Skyrocket Your Sales by Getting Your Product in Target,”  you’ll read how Christa Sorauf, Creative Director of Connexxions, Inc. licensed her product and got it on the shelves at Target.  Today her greeting cards, manufactured by American Greetings, are also in Wal-Mart and next year they will be in 35,000 retail outlets.  The Connexxions folks get a royalty for every unit sold.
 
The Report, written by Margie Zable Fisher, shows you, step-by-step, how to sell your products to Target — even if you’re a small business.
 
The Report is only $49 — a real deal, considering that the initial order for Target stores is often 9,000 products or more.  You can get more information here: http://www.profcs.com/app/?Clk=2140850

This will probably be one of the hardest tasks you have associated with getting your product to market.  Many packaging manufacturers simply don’t handle small quantities so it’s important to find a supplier that works with minimum quantity or small quantity orders at the very beginning. Fortunately there are now many resources available to someone starting the process of packaging their product.

First you need to decide the absolute minimum quantity you can order. Chances are you may end up ordering more but what you don’t want is a lot of excess packaging that you paid for and can’t use or packaging that ends up not being what you were expecting. Your packaging will evolve too so don’t be concerned if you can get exactly what you want the first time.
 
Start by asking your existing resources or vendors who they know and who they use or recommend as a packaging supplier. Believe it or not sometimes you can find the name of the packaging manufacture on existing packaging too. See what you like then try to find out who made it and give them a call.

Keep it simple to begin with. I know you have visualized fantastic or exotic package designs and as your business grows you will be able to order custom packaging for your products. But in the beginning you may need to decide to keep it relatively simple and use what is readily available
 
Today there are many great options available in small quantities. Suppliers have finally recognized that there are many small business clients out there too. Before you spend a lot of time and development creating a package you can’t afford or can make you need to determine what’s available at the right price and in the right quantities. I know your product is fantastic, but you still may need to start out on a smaller scale than you envision.

Here are places to look for suppliers of small quantities.
 
Yellow Pages:
Pick up your local yellow pages. There are a lot of companies known as packaging distributors. They buy in large quantities and the break it down into smaller units for resale. Many of them have distribution centers around the country. Look under container, boxes, shipping materials or supplies in category headings.

Catalogs:
There are numerous companies that have catalogs of packaging supplies and materials. Many of whom carry a large variety of stock sizes, ship to your door and have no minimum order quantities. Uline http://www.uline.com  is a good example of this type service of carrying a variety of packaging products and supplies with delivery in a few days.

Trade Associations:
Contact the association headquarters for the type of packaging you seek. They help their member get business so they will know which of their members deal in small quantities. Many times there are member directories right on the website.

The National Association of Container Distributors is a good example.
http://www.nacd.net/
NACD is a professional association of rigid packaging distributors who supply bottles, tubes, pumps, sprayers and other closure systems and most of their members deal in small order quantities.

Internet:
With the advent of the Internet you don’t need a storefront presence. Many of the companies broker packaging materials, they source supplies and do all the work for you. They make carry packaging in conjunction with other products especially in the niche markets.

One of my favorite sources for packaging innovation around the globe is WebPackaging
http://www.webpackaging.com/. They are the largest global online packaging resource It just so happens that I write articles on packaging for them too.

Niche Markets:
There are many niche market associations out there for example if you deal in the hand made toiletries and beauty industry there is an association dedicated just for them. Indie Beauty http:// www.indiebeauty.com. There are numerous packaging supplier members that provide small quantities of packaging for this market.
 
Container Stores And Other Retail Outlets:
Just by their name you recognize that they are a source to find the most unique containers. Many people just go to these stores and buy supplies. Other stores include craft stores, hobby and home centers where they have lost of decorative containers and accessories.

Lastly don’t overlook current suppliers. They have existing relationship lean on them to help you find appropriate resources. Designers, graphic artists, product producers all have sources. You may be able to open a door to a relationship even if your quantities aren’t quite large enough.

Don’t wait however till you have a product then end up in a bind to get a package made. This process should start at the very beginning.
Need to understand the latest packaging trends and how they will impact consumer product purchasing? Visit the Packaging Diva website http://packagingdiva.com/ or contact the Packaging Diva by phone 1-678-594-6872 or via email at PackagingDiva@aol.com